Optimizing Relationships with Online Visitors: The Concept of Visitor Relationship Management (VRM)
The 1990s saw the rise of Customer Relationship Management (CRM) systems, a turning point in how businesses interacted with their customers. Industry leaders like Oracle, emerging players such as Siebel Systems, and pioneers like Salesforce laid the foundation for what would become one of the most widely adopted strategies in modern marketing—CRM.
While the basic idea of collecting customer data, analyzing it, and tailoring communications had been around for decades, these early CRM solutions expanded its scope significantly. Over the past forty years, CRM has evolved into an indispensable tool, enabling companies to go far beyond tracking transactions to building lasting relationships. But as business models shifted online, a new challenge emerged—how do you manage relationships with peop…
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